Jon Miller on how AI is breaking and rebuilding B2B go-to-market.

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Shownotes

In this OnBase episode, host Chris Moody reconnects with marketing visionary Jon Miller for a deep dive into the evolution of B2B marketing and the transformative role of artificial intelligence in shaping the future of go-to-market strategy.

Jon shares his remarkable journey, from studying physics to co-founding Marketo and Engagio, joining Demandbase, and now launching his next venture at the cutting edge of AI. He reflects on the lessons learned from past technology revolutions, drawing parallels between the early internet era and today’s AI boom.

Listeners gain an inside look at how AI is fundamentally changing both software innovation and buyer behavior, why marketers must shift from quantity to quality-driven personalization, and what it takes to build organizations that thrive in an AI-first world.

Jon also discusses the evolving relationship between humans and machines, revealing how the best outcomes will come from true collaboration, not replacement.

This episode is packed with insights for anyone navigating marketing’s AI transformation, from creative storytellers to data-driven tacticians.

Best Moments

07:01

Jon recounts the creation of Marketo, the transition to Engagio, and how the merger with Demandbase shaped his career path.
10:04

Jon describes AI as the biggest technological shift since the internet and explains how it’s transforming both technology and buying behavior.
14:46

The “Jagged Frontier”: Jon explains AI’s uneven strengths and the need for hands-on experimentation.
17:37

How AI enables relevance over volume and delivers true one-to-one personalization in go-to-market execution.
21:43

The evolving partnership between humans and AI: artists and tacticians working together for smarter marketing.
25:37

Why company culture and leadership determine AI success, and the rise of “context engineering.”
29:28

Jon on the power of storytelling, emotion, and creating intrigue in B2B marketing.
32:19

The biggest challenge in B2B marketing today: broken measurement models and the obsession with MQLs.
33:40

Lightning round: Jon’s favorite tools (Descript, Crosby.ai), reading recommendations, industry inspirations, and how to connect with him.

Key Takeaways

The biggest shift since the internet
AI isn’t just another tech trend, it’s as transformative as the rise of the internet. We’re entering a new era where software can do things we never imagined, enabling businesses that couldn’t exist before.
The “jagged frontier” of AI
AI excels at some tasks and fails at others. The key is daily experimentation, understanding where AI amplifies your strengths and where human oversight is indispensable.
From quantity to quality
The goal isn’t to send more emails, it’s to deliver more relevant experiences. AI’s true power lies in helping marketers achieve genuine one-to-one personalization through smarter orchestration, not mass automation.
The human–AI partnership
Future success lies in collaboration: humans provide creativity and empathy; AI handles data, optimization, and orchestration. Together, they create outcomes neither could achieve alone.
Culture determines AI success
Technology adoption starts with leadership. Organizations must build AI fluency into their culture, encouraging training, experimentation, and open sharing of prompts and insights.
Emotion drives storytelling
Even in B2B, emotion matters. Great storytelling taps into curiosity, excitement, and drama, whether through stealth launches, community intrigue, or relatable human experiences.
Marketing measurement is broken
B2B marketers are still judged on MQLs and short-term results, despite the nonlinear reality of buying behavior. We need new ways to measure marketing that reflect its true long-term impact.

Quotes

“Don’t use AI like a faster typewriter. Use it as a new form of intelligence that helps you think better.”

Tech recommendations

Descript – For seamless AI-powered video and podcast editing.
Crosby.ai – An AI-enabled law firm combining automation with human legal review.

Resource recommendations

Books

The Advantage by Patrick Lencioni – A guide to building healthy, high-performing organizations.
Setting the Table by Danny Meyer – Lessons on culture and leadership from the hospitality world.
Turn the Ship Around by L. David Marquet – Empowerment and leadership through intentional communication.

Almost Timely Newsletter by Chris Penn.
Kieran Flanahan Newsletter on Medium.

Shout-outs

Chris Penn – AI strategist and co-founder of Trust Insights.
Kieran Flanagan – SVP, Marketing, AI & GTM (SVP) and B2B growth expert and AI prompt innovator.
Kathleen Schwab – Author of Marketing in the Great Big Messy World.

About the Guest

Jon has played a pivotal role in shaping the world’s most disruptive marketing technology platforms, with a focus on thought leadership, category creation, and strategic go-to-market.

Jon is currently laying the groundwork for his next start-up. In his most recent role as the CMO of Demandbase, Jon helped transform how B2B companies go-to-market. He was previously the CEO and founder of Engagio, which merged with Demandbase in June 2020. Prior to that, he co-founded Marketo, the leading marketing automation platform, where he served as the CMO and played a key role in helping the company achieve an IPO and category leadership.

In addition, Jon also serves as an independent board member, providing guidance to companies in refining their company strategy and go-to-market approach. Currently, Jon holds positions on the boards of AtData and Puppydog.io and he previously served as a board member at Scripted.

Jon is a frequent keynote speaker and author of several books, including Demandbase’s Definitive Guide to ABM/ABX and Marketo’s Definitive Guide to Marketing Automation. He was named Most Influential Marketing CEO of the Year by the Corporate Excellence Awards, one of the 10 Most Influential Tech Marketers in the world by B2B Marketing, and a Top 10 CMO for companies under $250M by the CMO Institute.

Jon holds a bachelor’s degree in physics from Harvard and an MBA from Stanford. He continues to be a driving force in the industry, inspiring and teaching marketers around the world with his innovative ideas and unparalleled expertise.

Connect with Jon.